| Precio | Diferencia con el precio medio | |
|---|---|---|
| AURALIS | 25.99 | -0.15 |
| CÉNIT GUARD | 20.95 | -5.19 |
| GENARO | 23.99 | -2.15 |
| GLOW ON | 30.52 | 4.38 |
| KARASUN | 27.85 | 1.71 |
| SKN | 37.99 | 11.85 |
| SOLAID | 18.99 | -7.15 |
| SOLEA | 26.95 | 0.81 |
| SOLVERA | 21.99 | -4.15 |
| * Precios en euros (€) |
| Hipermercados | Supermercados | Tiendas especializadas | |
|---|---|---|---|
| AURALIS | 206,800 | 376,000 | 357,200 |
| CÉNIT GUARD | 864,000 | 1,620,000 | 216,000 |
| GENARO | 900,000 | 200,000 | 700,000 |
| GLOW ON | 0 | 100,000 | 1,000,000 |
| KARASUN | 1,836,800 | 1,836,800 | 1,574,400 |
| SKN | 1,800,000 | 0 | 3,700,000 |
| SOLAID | 0 | 1,000,000 | 1,000,000 |
| SOLEA | 710,000 | 545,000 | 945,000 |
| SOLVERA | 300,000 | 500,000 | 600,000 |
| * Inversiones en euros (€) |
| Factor de protección | Resistencia al agua | Ingredientes naturales | Vitaminas | Tipo de envase | |
|---|---|---|---|---|---|
| AURALIS | 10 | 10 | 2 | 0 | Tubo |
| CÉNIT GUARD | 10 | 8 | 0 | 0 | Dosificador |
| GENARO | 9 | 8 | 0 | 0 | Clásico |
| GLOW ON | 7 | 2 | 2 | 5 | Tubo |
| KARASUN | 8 | 8 | 0 | 3 | Dosificador |
| SKN | 8 | 0 | 4 | 4 | Tubo |
| SOLAID | 10 | 8 | 0 | 0 | Tubo |
| SOLEA | 8 | 8 | 2 | 2 | Aerosol |
| SOLVERA | 10 | 9 | 2 | 0 | Tubo |
| * Composición de productos (escala 0-10) |
| Televisión | Radio | Prensa | Internet | |
|---|---|---|---|---|
| AURALIS | 800,000 | 175,000 | 275,000 | 850,000 |
| CÉNIT GUARD | 1,000,000 | 250,000 | 250,000 | 1,700,000 |
| GENARO | 525,000 | 37,500 | 37,500 | 900,000 |
| GLOW ON | 1,000,000 | 0 | 0 | 1,600,000 |
| KARASUN | 1,508,800 | 0 | 188,600 | 2,074,600 |
| SKN | 1,428,571 | 0 | 714,286 | 2,857,143 |
| SOLAID | 1,200,000 | 50,000 | 0 | 1,200,000 |
| SOLEA | 818,500 | 212,500 | 362,500 | 612,500 |
| SOLVERA | 1,200,000 | 0 | 300,000 | 1,500,000 |
| * Inversión en Euros |
| Social | Humor | Miedo | Romance | Aventura | Éxito | |
|---|---|---|---|---|---|---|
| AURALIS | 8 | 2 | 0 | 4 | 9 | 7 |
| CÉNIT GUARD | 4 | 0 | 0 | 0 | 7 | 8 |
| GENARO | 0 | 0 | 0 | 0 | 10 | 10 |
| GLOW ON | 3 | 0 | 0 | 7 | 0 | 10 |
| KARASUN | 10 | 8 | 0 | 0 | 8 | 5 |
| SKN | 5 | 0 | 2 | 10 | 0 | 8 |
| SOLAID | 10 | 8 | 0 | 0 | 0 | 5 |
| SOLEA | 8 | 1 | 0 | 7 | 8 | 8 |
| SOLVERA | 8 | 10 | 0 | 0 | 9 | 8 |
| * Diseño del mensaje (escala 0-10) |
| Ventas en volumen | Ventas en valor | |
|---|---|---|
| AURALIS | 434,723 | 11,298,451 |
| CÉNIT GUARD | 755,343 | 15,824,436 |
| GENARO | 803,436 | 19,274,430 |
| GLOW ON | 448,868 | 13,699,451 |
| KARASUN | 788,348 | 21,955,492 |
| SKN | 823,616 | 31,289,179 |
| SOLAID | 1,000,000 | 18,990,000 |
| SOLEA | 337,594 | 9,098,158 |
| SOLVERA | 577,473 | 12,698,631 |
| Marca | Cuota de mercado (en volumen) | Cuota de mercado (en valor) |
|---|---|---|
| AURALIS | 7.28 | 7.33 |
| CÉNIT GUARD | 12.65 | 10.27 |
| GENARO | 13.46 | 12.51 |
| GLOW ON | 7.52 | 8.89 |
| KARASUN | 13.21 | 14.24 |
| SKN | 13.8 | 20.3 |
| SOLAID | 16.75 | 12.32 |
| SOLEA | 5.66 | 5.9 |
| SOLVERA | 9.67 | 8.24 |
| TOTAL | 100.00 | 100.00 |
| AURALIS | CÉNIT GUARD | GENARO | GLOW ON | KARASUN | SKN | SOLAID | SOLEA | SOLVERA | |
|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 95,639 | 241,710 | 401,718 | 0 | 275,922 | 269,547 | 0 | 108,951 | 123,744 |
| Supermercados | 173,889 | 453,206 | 89,271 | 40,806 | 275,922 | 0 | 500,000 | 83,631 | 206,240 |
| Tiendas especializadas | 165,195 | 60,427 | 312,447 | 408,062 | 236,504 | 554,069 | 500,000 | 145,012 | 247,488 |
| * Datos en unidades vendidas |
| AURALIS | CÉNIT GUARD | GENARO | GLOW ON | KARASUN | SKN | SOLAID | SOLEA | SOLVERA | TOTAL | |
|---|---|---|---|---|---|---|---|---|---|---|
| Hipermercados | 6.3 | 15.93 | 26.48 | 0 | 18.19 | 17.77 | 0 | 7.18 | 8.16 | 100 |
| Supermercados | 9.54 | 24.86 | 4.9 | 2.24 | 15.14 | 0 | 27.43 | 4.59 | 11.31 | 100 |
| Tiendas especializadas | 6.28 | 2.3 | 11.88 | 15.52 | 9 | 21.07 | 19.02 | 5.52 | 9.41 | 100 |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| AURALIS | 337,594 | 78,269 | 18,860 |
| CÉNIT GUARD | 175,398 | 545,054 | 34,891 |
| GENARO | 147,108 | 611,064 | 45,264 |
| GLOW ON | 71,668 | 22,632 | 354,568 |
| KARASUN | 252,724 | 491,114 | 44,510 |
| SKN | 74,686 | 52,902 | 696,028 |
| SOLAID | 12,107 | 985,845 | 2,049 |
| SOLEA | 264,040 | 13,202 | 60,352 |
| SOLVERA | 101,146 | 452,805 | 23,522 |
| * Ventas en unidades |
| Deportistas | Turistas | Presumidos | |
|---|---|---|---|
| AURALIS | 23.50 | 2.41 | 1.47 |
| CÉNIT GUARD | 12.21 | 16.76 | 2.73 |
| GENARO | 10.24 | 18.79 | 3.54 |
| GLOW ON | 4.99 | 0.70 | 27.70 |
| KARASUN | 17.59 | 15.10 | 3.48 |
| SKN | 5.20 | 1.63 | 54.38 |
| SOLAID | 0.84 | 30.31 | 0.16 |
| SOLEA | 18.38 | 0.41 | 4.71 |
| SOLVERA | 7.04 | 13.92 | 1.84 |
| TOTAL | 100.00 | 100.00 | 100.00 |
| Dimensión 1 | Dimensión 2 | |
|---|---|---|
| Atributos | ||
| Saludable | -1.17 | 0.28 |
| Con conciencia | 0.50 | 0.74 |
| Simpática | 1.44 | 2.25 |
| Agresiva | -2.51 | 1.47 |
| Sensible | -1.57 | -0.24 |
| Atrevida | 1.00 | -1.18 |
| Triunfadora | 0.00 | -0.70 |
| Cara | 0.13 | -0.80 |
| Popular | 0.16 | -0.19 |
| Marcas | ||
| AURALIS | 0.20 | -0.70 |
| CÉNIT GUARD | 0.62 | -1.54 |
| GENARO | 0.57 | -2.15 |
| GLOW ON | -0.63 | -0.90 |
| KARASUN | 1.06 | 0.64 |
| SKN | -1.55 | 0.53 |
| SOLAID | 0.96 | 1.65 |
| SOLEA | -0.04 | -0.84 |
| SOLVERA | 0.83 | 0.73 |
| AURALIS | CÉNIT GUARD | GENARO | GLOW ON | KARASUN | SKN | SOLAID | SOLEA | SOLVERA | |
|---|---|---|---|---|---|---|---|---|---|
| Ingresos totales | 11,298,451 | 15,824,436 | 19,274,430 | 13,699,451 | 21,955,492 | 31,289,179 | 18,990,000 | 9,098,158 | 12,698,631 |
| Costes | |||||||||
| Costes de producción | 9,464,000 | 8,872,000 | 17,204,000 | 7,704,946 | 13,129,402 | 19,999,997 | 10,680,000 | 13,311,000 | 6,131,121 |
| Costes comerciales | 3,040,000 | 5,900,000 | 3,300,000 | 3,700,000 | 9,020,000 | 10,500,000 | 4,450,000 | 4,206,000 | 4,400,000 |
| Costes totales (sin stock) | 12,504,000 | 14,772,000 | 20,504,000 | 11,404,946 | 22,149,402 | 30,499,997 | 15,130,000 | 17,517,000 | 10,531,121 |
| Costes totales (con stock) | 12,762,332 | 14,825,588 | 21,579,877 | 11,718,338 | 23,051,460 | 31,144,310 | 15,130,000 | 18,131,887 | 10,531,121 |
| Beneficios | |||||||||
| Beneficio neto | -1,463,882 | 998,847 | -2,305,447 | 1,981,113 | -1,095,968 | 144,869 | 3,860,000 | -9,033,729 | 2,167,511 |
| Disponible | 30,318,118 | 32,175,847 | 25,665,553 | 30,418,784 | 15,341,332 | 32,783,369 | 36,427,000 | 21,136,271 | 30,246,619 |
| * Datos en Euros | |||||||||
Desarrollado por Prof. Joaquín Sánchez
Universidad Complutense de Madrid // Facultad de Ciencias de la Información // Departamento de Marketing